Two Social Media Marketing Campaign Examples That Worked.

Social media marketing is like the Swiss Army knife of digital marketing: it can help businesses achieve multiple objectives at once. In order to really put this versatility to work however, brands have to create memorable social media campaigns. Two ways to achieve this is by incorporating digital innovations into campaigns and by creating engaging social media content.

In the context of social media marketing, digital innovations can include digital products built from scratch, the improvement of existing digital assets, and social media innovations. And for engaging content, this can include videos, images, animation, graphics, etc.

Using inhouse projects as examples, here are two successful social media campaigns that have used digital innovations and engaging content to not only achieve multiple objectives, but also leave a mark on the consumer.

Brand: Estella Bartlett
Objectives: Drive traffic, boost e-commerce arm of business
Solution: Engaging content, User experience (UX) improvement

This quintessentially British fine jewellery brand had already been trying but failing to use social media to achieve the above objectives when it brought our creative digital marketing agency on board to assist in turning things around.

After thorough analysis, it became obvious to our specialist social media development team that Estella Bartlett needed to build its brand’s online community and the best way to do this was through social media marketing. The team went on to develop both dynamic, animated, and static content in order to achieve this. Video marketing was incorporated to take advantage of its effectiveness on social platforms.

Understanding the importance of having an altogether seamless, consistent digital customer experience, SMACK also implemented a few key UX changes on Estella Bartlett’s e-commerce website that made buying products easy and pleasurable. The idea was to make the experience and journey of going from interacting with the social media posts to visiting the website and making a purchase smooth and intuitive.

To get as much of the target audience’s eyes on this campaign as possible, our digital agency also helped Estella Bartlett develop and execute effective social media advertising.

The result of this work was a 50% increase in likes on Facebook, 70% growth in e-commerce revenue compared to November and December of the previous year, and 20,000+ sales on Black Friday – the highest online sales level for a single day, thus achieving multiple objectives.

More on this project here.

Brand: Olivia Burton
Objectives: Promote collaboration with Cadbury’s Roses, encourage the nation to take time to give thanks to loved ones, increase social follows, drive website traffic
Solution: Social media innovation, engaging content

To celebrate a wonderful partnership between British accessories brand Olivia Burton and British confectionery company Cadbury that involved a stylish makeover and a limited-edition timepiece, our digital marketing agency was tasked with raising awareness of the partnership and the products it produced, as well as motivating the public to be thankful to a loved one.

Our creative digital team saw right away that this project had all the ingredients to flourish were social media marketing used as its main foundation. With this conclusion, SMACK’s social media team created a strategy that would not only achieve the stated objectives, but would include two more the campaign would achieve: increase social follows and drive website traffic.

The strategy involved – during the five-and-a-half-week campaign – social media users having to nominate loved ones and friends, submitting pictures and stories of appreciation using the hashtag #TakeTimeToGiveThanks.

The incentive for users to take part in the hashtag was the possibility of winning the limited-edition Olivia Burton-designed Cadbury’s Roses tin of chocolates and the beautifully crafted watch. Leveraging the reach of social media influencers, a select few were incorporated into the social media marketing plan.

SMACK also developed engaging content in the form of playful GIFs that encouraged usage by Instagram users.

Starting with the 166,956 views these GIFs garnered, the results of the social media marketing for this project were three weeks of the Cadbury Roses watch being the best seller and a 336% rise of target use of the #TakeTimeToGiveThanks hashtag.

Discover more details about this social media project and what Oliva Burton’s Marketing Manager had to say about it here.

Developing social media strategies and the digital innovations and assets to make them successful is a specialty of our London-based creative digital agency. We have worked with clients across various industries to help make their social media marketing activities achieve multiple objectives. Contact us today to discuss how we can help your business do the same.